elections and new media
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Elections and New Media
Elections and New Media
By: Will Bevin-Nicholls and Reza FallahBy: Will Bevin-Nicholls and Reza Fallah
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Introduction• Internet use has grown from 16 million users in
1995, to 2,749 million users in 2013 - and is continuing to grow.
• Because of this it has become a key tool in elections all over the world, from India to the U.S.A.
• Social media has allowed a flow of information more quickly, and widely than ever before.
• The internet has changed political participation - it is now a lot easier to reach a wider audience.
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US Elections 2012
Source: http://i.huffpost.com/gen/822499/thumbs/o-PRESIDENTIAL-ELECTION-2012-facebook.jpg
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US election 2012 digital activities overview 4-17 June 2012
Source: http://www.journalism.org/2012/08/15/how-presidential-candidates-use-web-and-social-media/
Obama’s total Facebook page likes: 31.1m vs. Romney’s total Facebook page likes: 10.2m
But its not about numbers, its about performance
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US election social media performance
• Obama’s campaign has made far more use of direct digital messaging than Romney’s.
• The economy may have dominated both candidates’ digital messaging, but it was not what voters showed the most interest in.
• Neither campaign made much use of the social aspect of social media.
• Obama’s digital strategy targets specific voter groups (18 different constituency groups, as it did four years ago,) to a greater degree than Romney’s (9 groups since August).
• Romney Makes Smart Use of Facebook Marketing.
• Obama appears on ‘AMA’ (Ask Me Anything) section on Reddit but dodges tough questions.
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The Obama 2012 re-election campaign
• A database was created containing information about potential voters.
• Potential voters were invited to join the Obama re-election site via Facebook and Facebook-Connect.
• The Obama Campaign employed the use of new software known as Vote Builder.
• By the end of the campaign, Obama had 22.7 million Twitter followers and 32.2 million
• Facebook likes, compared to Romney’s 1.8 million followers and 12.1 million Facebook likes.Obama's 31.1 (in 2012) million Facebook fans.
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The Obama 2012 re-election campaign
By the end of the campaign, Obama had 22.7 million Twitter followers and 32.2 million Facebook likes,
compared to Romney’s 1.8 million followers and 12.1 million Facebook likes.
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The Obama leadership campaign
• Young people dominate social media, but even if no one under the age of 30 had voted for Obama, he would have still won in every state but two.
• The 'I voted today’ badge on Facebook during the leadership elections increased voting turnout buy around 5% - around 1 million extra votes.
• The most effective way of increasing turnout is face to face canvassing, which increased turnout by about 8%.
Source: http://paytonandco.files.wordpress.com/2012/01/socialitical-logo-final.png
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Indian general election 2014
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Indian general election 2014
• There are 62 million Indians on the social media, some 97 per cent of them are on Facebook.
• The number of social media users is likely to grow to about 80 million by mid-2014
• social media could have a “high impact” on 160 of the 543 constituencies in the next election
• Candidates use Facebook, Twitter, Instagram and even Google Hangout
• Shashi Tharoor: “I think it can be a game influencer, but I wouldn’t go beyond that at this stage … social media happens to offer an additional way, not a substitute for any of the traditional means of campaigning." Is he right?sources: http://www.charleneli.com/2012/10/obama-vs-romney-in-social-media-whos-using-it-best/
http://www.journalism.org/2012/08/15/how-presidential-candidates-use-web-and-social-media/
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The 2010 UK General Election
Source: http://media.salon.com/2010/05/uk_election_update_tory_lib_dem_coalition_back_on_track-1280x960.jpg
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The 2010 UK General Election
• Named the 'social media election'.
• A higher turnout was contributed to social and digital media – particularly amongst 18-24 year olds.
• Social media helped party activists to organize more efficiently. Software imported from the
• U.S helped to create three times more face to face contact than the previous year.
• Twitter became a core tool for both politicians and the media.
• 600 candidates became active on Twitter with 198 members of the new parliament active still.
• The Election normalized the use of social media as source material.
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The 2010 UK General Election
• Although television remained the dominant medium – young people got most of their news
• online. This increased its importance to newspapers and broadcast news.
• People felt social media provided a more transparent election campaign.
• The rise of Political Blogs...
• ...And Facebook.
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Conclusion
• Social media is a key to success in modern elections
• Politics is becoming more and more involved with social networking
• Its not about numbers
• Facebook is not the dominating network in this area
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Thank you!Thank you!